Role of Interface Design and Experience in Mobile Service Applications Acceptance: an Empirical Study

S. A. TAGO, M. S. CHANDIO, A. R. NANGRAJ

Abstract

For progressive development and dissemination of mobile service applications, the most important thing is the satisfaction and consolation of users. The theoretical model proposed in this study is based on revised technology acceptance model that comprises of the distinct features from mobile service, information systems domain. It helps to enlarge our comprehension of the application, implication, utility and usage of mobile service applications. This study adopted the quantitative method. A cross-sectioned quantitative approach using a survey tool was used to collect data. The proposed model was tested on the 171 mobile service users in Hyderabad Region, Pakistan. The structural modeling using with PLS software, data analysis has provided significant support for the extended hypothetical model. The extended model achieved acceptable fit and most of the hypothesis paths were significant. The result, according to the degree of importance, perceived usefulness shared the largest variance 68% followed by mobile service acceptances 64% and perceived ease of use 41%. Interface design and Experience were found to be a more significant factor of perceived ease of use than perceived usefulness.